The Fife Arms Hotel

The Fife Arms in Braemar, Scotland. A world-class contemporary art hotel created in collaboration with international gallerists Hauser & Wirth.

We designed a fluid hotel logo that takes on a multitude of typographic forms with an energy and playfulness that embodies the eclecticism of the hotel’s interior design.

From walking maps to luggage labels, and matchbooks to room books, every element of the hotel’s design adopts a new element of this highly spirited identity, all rooted in the authenticity of place.

Moments of discovery and joy exist in every touchpoint, with details such as engraved egg scissors for breakfast and individual books illustrated for each of the 46 themed bedrooms. Every element reveals a unique detail about the personalities and characters that have shaped the history of Braemar and the hotel.

At a time when many brands are stripping back their identities and adopting a more neutral and international style, we were inspired to take reference from a specific regional and local visual history that was much more variable and idiosyncratic than we are used to today. Our design brought together Scottish heritage, craftsmanship and a strong sense of community in one incredible, living space.